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L importance des communautés (virtuelles et physiques)
La communication événementielle dans l ère du virtuel:
bataille ou complémentarité ?
picnik tous droits réservés
Lift
Community & event
New event formats
Community role before event
Community during event
Conclusion
Agenda
Lift
Lift is a conference built around a
community of pioneers who come
together in Europe and Asia to explore
the social, economic and environmental
consequences of new technologies.
An open and accessible event, Lift
answers a very fundamental question:
What can the future do for you?
Innovation can be a threat if we ignore
it, and an opportunity if we anticipate
it. Over three days, Lift makes it
possible for all participants to keep up-
to-date with the most significant
changes anticipated in the next three
years.
// From 350 participants in 2006 to a global series of events
Lift timeline
2006 2007 2008 2009 2010
Lift06
350 participants
Geneva
Lift07
550 participants
Geneva
Lift08
650 participants
Geneva
Lift09
800 participants
Geneva
Lift10
1’000 participants
Geneva
Lift Asia 07
200 participants
Seoul
First videos published
20 talks offered free on
Youtube and other platforms
Launch of Lift community
liftconference.com relaunches
with community features
iPhone application
Lift videos become available
on the Apple iPhone.
Lift@home
Community based events launch in Tokyo,
London, Toronto, New York, Lausanne,
Geneva, and more.
Lift Asia 09
450 participants
Jeju
Lift France 09
560 participants
Marseille
Lift Asia 10
500 participants
Jeju
Lift France 10
700 participants
Marseille
Lift Asia 08
450 participants
Jeju
Lift
Lift
Lift Lift With
Lift
Inside
Lift
@home
own and
produce
franchise and
co-produce
service auto-organize
Keyword
Keyword A
Key
Word
Keyword B
‣ Innovation program
‣ Geomarketing
‣ Man/machine interfaces
‣ Event organization
‣ Community management
‣ Content creation
Agenda
Text
An online community is: where a group of
people with similar goals or interests connect
and exchange information using web tools.
Jeremiah Owyang
Community & event
An old and multiform relationship
Music & concert
Health & walk Politics & gathering
Game & lanparty
A plethoric tool landscape
There s no magic
Event industry has adopted the tools
Community & event
media as part of their everyday activities. In general, the digital marketing tactics respondents
use mostly include e-mail marketing/advertising, online advertising and Web sites/Microsites.
Looking more closely at the digital habits of each respondent group, as shown in Figure 4,
corporate brand side marketers’ use of digital demand generation tactics such as online
advertising, webcasts, and Google ad words is slightly higher than their exhibition management
counterparts.
FIGURE 4. Use of Digital Marketing
Audio downloads/podcasts
Virtual complements to live events
RSS
SMS/MMS Mobility
Online games
Other
Do not use any digital marketing tactics
0% 10% 20% 30% 40% 50%
3%
5%
Corporate Brand
Exhibition Management/ProductionGoogle adwords
Blogs
Online Video
E-mail marketing/advertising
Social Media sites (Facebook, Linked In, Twitter, etc.)
Webcasts
2%
2%
1%
3%
3%
10%
13%
22%
20%
16%
23%
26%
33%
26%
31%
36%
29%
31%
28%
42%
87%
95%
36%
62%
Online advertising (Banner Ads, search marketing)
Web site/Microsites
Web-based event management tools
60% 70% 80% 90% 100%
31%
42%
72%
74%
77%
79%
CEIR - Digital + Exhibiting Marketing Insights 2009
And believe that it will last
Which of these technologies do you think will be commonplace in
conventions and exhibitions by 2020
Convention 2020 - Fast Future
Community & event
Communauté et événement
Le contenu est la seule
chose importante
Du virtuel au réel
techcrunch disruptive
mashable
apéro
Du réel au virtuel
Salon de l Automobile
From virtual to real
Flash mob - Apéros géants
Bar camp et unconference
Les nouveaux format
The Rules of BarCamp
• 1st Rule: You do talk about BarCamp.
• 2nd Rule: You do blog about BarCamp.
• 3rd Rule: If you want to present, you must
write your topic and name in a
presentation slot.
• 4th Rule: Only three word intros.
• 5th Rule: As many presentations at a time
as facilities allow for.
• 6th Rule: No pre-scheduled presentations,
no tourists.
• 7th Rule: Presentations will go on as long
as they have to or until they run into
another presentation slot.
• 8th Rule: If this is your first time at
BarCamp, you HAVE to present. (Ok, you
don't really HAVE to, but try to find
someone to present with, or at least ask
questions and be an interactive
participant.
Bar Camp - Unconference
Text
http://www.barcamp.org/
Content crowdsourcing
Viral ticketing
La communauté avant l événement
Using the community to sell tickets
Sub title text
Text
Community based badging
Real time mobile web
The audience interacts,
completes, challenges,....
Live video & chat
A model ?
Conclusion
Community
management
Content
creation
Event
organization
conversation
trend spotting
....
topic selection
program management
....
speaker sourcing
tickets selling
....
Value
Some thoughts
Conclusion
‣ Engagement marketing is becoming an important component of live
marketing.....
‣ Real time interactions change the dynamic of content distribution in
events....
‣ Experts are on the stage, ....in the audience, ....and everywhere....
‣ Nurturing the community before, during, and after the event with
quality content will become more and more critical....
‣ Events are not anymore limited in time and space, they are modified
and enlarged by communities...
‣ What event formats and organization will serve these needs ?
Yves Cretegny
E-mail: yves@liftconference.com
Contact

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Live marketing: the importance of communities

  • 1. L importance des communautés (virtuelles et physiques) La communication événementielle dans l ère du virtuel: bataille ou complémentarité ? picnik tous droits réservés
  • 2. Lift Community & event New event formats Community role before event Community during event Conclusion Agenda
  • 3. Lift Lift is a conference built around a community of pioneers who come together in Europe and Asia to explore the social, economic and environmental consequences of new technologies. An open and accessible event, Lift answers a very fundamental question: What can the future do for you? Innovation can be a threat if we ignore it, and an opportunity if we anticipate it. Over three days, Lift makes it possible for all participants to keep up- to-date with the most significant changes anticipated in the next three years.
  • 4. // From 350 participants in 2006 to a global series of events Lift timeline 2006 2007 2008 2009 2010 Lift06 350 participants Geneva Lift07 550 participants Geneva Lift08 650 participants Geneva Lift09 800 participants Geneva Lift10 1’000 participants Geneva Lift Asia 07 200 participants Seoul First videos published 20 talks offered free on Youtube and other platforms Launch of Lift community liftconference.com relaunches with community features iPhone application Lift videos become available on the Apple iPhone. Lift@home Community based events launch in Tokyo, London, Toronto, New York, Lausanne, Geneva, and more. Lift Asia 09 450 participants Jeju Lift France 09 560 participants Marseille Lift Asia 10 500 participants Jeju Lift France 10 700 participants Marseille Lift Asia 08 450 participants Jeju Lift
  • 5. Lift Lift Lift With Lift Inside Lift @home own and produce franchise and co-produce service auto-organize
  • 6. Keyword Keyword A Key Word Keyword B ‣ Innovation program ‣ Geomarketing ‣ Man/machine interfaces ‣ Event organization ‣ Community management ‣ Content creation
  • 7. Agenda Text An online community is: where a group of people with similar goals or interests connect and exchange information using web tools. Jeremiah Owyang
  • 8. Community & event An old and multiform relationship Music & concert Health & walk Politics & gathering Game & lanparty
  • 9. A plethoric tool landscape
  • 10. There s no magic
  • 11. Event industry has adopted the tools Community & event media as part of their everyday activities. In general, the digital marketing tactics respondents use mostly include e-mail marketing/advertising, online advertising and Web sites/Microsites. Looking more closely at the digital habits of each respondent group, as shown in Figure 4, corporate brand side marketers’ use of digital demand generation tactics such as online advertising, webcasts, and Google ad words is slightly higher than their exhibition management counterparts. FIGURE 4. Use of Digital Marketing Audio downloads/podcasts Virtual complements to live events RSS SMS/MMS Mobility Online games Other Do not use any digital marketing tactics 0% 10% 20% 30% 40% 50% 3% 5% Corporate Brand Exhibition Management/ProductionGoogle adwords Blogs Online Video E-mail marketing/advertising Social Media sites (Facebook, Linked In, Twitter, etc.) Webcasts 2% 2% 1% 3% 3% 10% 13% 22% 20% 16% 23% 26% 33% 26% 31% 36% 29% 31% 28% 42% 87% 95% 36% 62% Online advertising (Banner Ads, search marketing) Web site/Microsites Web-based event management tools 60% 70% 80% 90% 100% 31% 42% 72% 74% 77% 79% CEIR - Digital + Exhibiting Marketing Insights 2009
  • 12. And believe that it will last Which of these technologies do you think will be commonplace in conventions and exhibitions by 2020 Convention 2020 - Fast Future Community & event
  • 13. Communauté et événement Le contenu est la seule chose importante Du virtuel au réel techcrunch disruptive mashable apéro Du réel au virtuel Salon de l Automobile From virtual to real
  • 14. Flash mob - Apéros géants
  • 15. Bar camp et unconference Les nouveaux format The Rules of BarCamp • 1st Rule: You do talk about BarCamp. • 2nd Rule: You do blog about BarCamp. • 3rd Rule: If you want to present, you must write your topic and name in a presentation slot. • 4th Rule: Only three word intros. • 5th Rule: As many presentations at a time as facilities allow for. • 6th Rule: No pre-scheduled presentations, no tourists. • 7th Rule: Presentations will go on as long as they have to or until they run into another presentation slot. • 8th Rule: If this is your first time at BarCamp, you HAVE to present. (Ok, you don't really HAVE to, but try to find someone to present with, or at least ask questions and be an interactive participant. Bar Camp - Unconference Text http://www.barcamp.org/
  • 17. Viral ticketing La communauté avant l événement Using the community to sell tickets
  • 19. Real time mobile web The audience interacts, completes, challenges,....
  • 20. Live video & chat
  • 21. A model ? Conclusion Community management Content creation Event organization conversation trend spotting .... topic selection program management .... speaker sourcing tickets selling .... Value
  • 22. Some thoughts Conclusion ‣ Engagement marketing is becoming an important component of live marketing..... ‣ Real time interactions change the dynamic of content distribution in events.... ‣ Experts are on the stage, ....in the audience, ....and everywhere.... ‣ Nurturing the community before, during, and after the event with quality content will become more and more critical.... ‣ Events are not anymore limited in time and space, they are modified and enlarged by communities... ‣ What event formats and organization will serve these needs ?